Fly the Branded Skies

Airline: Scoot

Last year, airlines had a spectacular showing at the Cannes Lions, with a Grand Prix, six Golds, eight Silvers, and eight Bronzes. Inevitably, this year’s performance (eight Silver, 15 Bronze) was not quite so lofty. But there were some strong contenders, along with the usual mix of shocking omissions and perplexing victors that really make you wonder what the hell the judges were thinking.

A war of words between Scoot and Spirit Airlines escalated today, according to AdAge: the Singaporean LCC flew a big yellow blimp outside Spirit’s headquarters, defiantly painted with the words, “Hey Spirit, You Can’t Have Our Scootitude!”

Welcome to the fourth issue of The Work This Week, a weekly roundup of new advertising, identity, and brand experience work from around the airline industry. This week, the great white north gets a new blue plane, the new American gets new boarding passes, and Norwegian’s flight attendants rock new socks. Read more

Last week, Qantas shocked the industry (and passengers) by grounding its fleet and locking out its employees. Now Qantas is flying again — but it’s flying into more crowded skies.

In the past three days, two of Qantas’s competitors have launched new low-cost brands. On Tuesday, Singapore Airlines introduced Scoot. Then, on Thursday, Australia’s Strategic Airlines unveiled its new name, Air Australia, and a new, low-cost focus. Air Australia’s new livery is pictured above. As an act of mercy, I am saving Scoot’s for after the jump.